The Dubai Jjondeuk Cookie Craze
The Most Viral Dessert in Korea Right Now: Du-Zzon-Ku
The Cookie You Can’t Find in Dubai
Did you know that you can’t actually buy a “Dubai chewy cookie” in Dubai? It sounds like a bit of paradox, but it is the reality of Korea’s latest dessert obsession. The “Dubai Jjondeuk (Chewy) Cookie”—or “Du-Zzon-Ku” for short—is a uniquely Korean invention inspired by a viral Middle Eastern chocolate bar.
Lately, my KakaoTalk group chats have been dominated by this single topic, and my social media algorithm has been completely hijacked by videos of crispy, vibrant green fillings. It is a definitely loud trend that has everyone talking. Let’s look into why this specific treat has become the center of every conversation in Korea.
The Art of Contrast: Crunchy Salt Meets Chewy Sweet
What makes the Du-Zzon-Ku so addictive, even when viewed through a smartphone screen, is the coexistence of opposing forces. It is a masterclass in the “Dan-Zzan” (Sweet & Salty) profile that fits the practical taste preferences of many Koreans.
- The Salty Crunch: The core is filled with fried Kadayif (Middle Eastern vermicelli) mixed with pistachio paste. It provides a sharp, savory crunch that hits the palate first. It’s a sound that stops your scrolling instantly.
- The Sweet Chew: Surrounding that crunch is a dense, fudge-like cookie base. This creates a functional tension; your teeth first meet the soft, giving texture of marshmallow, only to be surprised by the “crackling” sound of the Kadayif. It’s this simple play between crunchy salt and chewy sweet that makes it feel like a premium treat.
The Texture Preference: Why it Became “Jjondeuk”
While the original Dubai inspiration was a chocolate bar, Korea did what it does best: it took a global trend and gave it a signature twist—Texture. It made it chewy.
In Korea, the word “Jjondeuk” (쫀득) describes a specific type of dense, elastic satisfaction. By transforming a brittle chocolate bar into a Dubai chewy cookie, local bakeries have created a more substantial snack.
- The Chewy Fixation: Instead of a standard crispy cookie that crumbles easily, the Du-Zzon-Ku uses a marshmallow-based “skin” or a heavy dough to create a mochi-like density. It’s a practical choice for those who want their dessert to feel more filling.
- The Market Surge: The trend has moved fast because it’s easy to adapt. You can now find Du-Zzon-Ku flavored cakes, donuts, and even ice cream at many trendy bakeries. It’s a race to see who can apply this pistachio-kadayif combo to the most familiar formats.
The $8 Price Tag and the Labor of Open Runs
Despite these cookies often costing twice as much as a regular dessert—sometimes over 10,000 KRW (approx. $7–$8) per piece—they sell out in minutes. This leads to “Open Running,” where people line up before a shop even opens.
There is a practical reason for this high price. Those who have tried making Du-Zzon-Ku at home usually agree that the labor and ingredient costs are quite steep.
- Labor Intensive: The process of frying Kadayif to the perfect golden brown and making handmade pistachio paste is time-consuming. Shops can only produce a limited number per day.
- Rising Costs: Because the demand is so high, the price of raw ingredients has skyrocketed. For instance, 1kg of marshmallows can now cost around $20 in some wholesale markets, and Kadayif is becoming a rare commodity. The $8 price tag is often a reflection of these “devilish” raw material costs rather than just a “viral premium.”
DIY Du-Zzon-Ku: The Authentic Home Recipe
If you have the right ingredients, making Du-Zzon-Ku is surprisingly simple, though it requires a bit of patience to get that perfect “jjondeuk” texture. Here is the streamlined guide for 10 cookies.
[Ingredients]
Pistachio & Kadayif Filling (35g per cookie)
- Kadayif (130g) + Unsalted Butter (43g)
- Pistachio paste(145g) + Chopped Pistachio(30g) / Chopped Pistachios + Canola Oil
- White Coverture Chocolate (57g)
- Salt (2g)
The Jjondeuk Marshmallow Layer (25g per cookie)
- Marshmallows (200g) + Unsalted Butter (30g)
- Cacao Powder (20-25g) + Skim Milk Powder (10g)
[Instructions]
- Create the Crunchy Filling
- Toast the Kadayif: Mix Kadayif with melted butter and toast in a pan until golden brown. Stir constantly for an even color.
- Combine: Melt the white chocolate and mix it with pistachio paste and salt until smooth. Fold in the toasted Kadayif and chopped pistachios.
- Shape & Freeze: Use a scoop to divide the filling into 10 portions (approx. 35g each). Freeze for 20–30 minutes, then roll them into neat balls and keep them cold until assembly.
- Prepare the Jjondeuk Shell
- Use a Non-stick Pan: This is crucial to prevent the marshmallow from sticking.
- Low Heat Only: Melt the butter, then add marshmallows. Stir slowly with two spatulas to save your wrists.
- The 90% Rule: Once the marshmallows are 90% melted, turn off the heat immediately. Adding the powder at this point ensures the shell stays soft and stretchy, not tough.
- Mix & Cool: Quickly fold in the sifted cocoa and milk powder. Transfer the dough to a Teflon sheet and let it cool until lukewarm.
- Final Assembly
- Wrap it Up: Divide the marshmallow dough into 10 pieces (25g each). Flatten the dough, place the frozen filling in the center, and wrap it tightly, ensuring no air is trapped inside.
- The Finish: Roll the cookies between your palms to smooth them out, then give them a final coating of cocoa powder.
Delicious Tip
Don’t eat them straight from the fridge! Du-Zzon-Ku is best enjoyed at room temperature when the shell is at its stretchiest and the filling is moist and buttery.
A Market That Never Sleeps
The speed of the Korean dessert trend is honestly a bit dizzying. One day it’s a chocolate bar from Dubai, and the next, it’s a fully reinvented “chewy cookie” at every local bakery. While trends in Korea move at lightning speed, I find it fascinating how the Korean dessert market takes a global idea and rebuilds it into something completely different and localized. Whether this craze lasts or fades, it certainly makes for a more textured afternoon break.
